handshake's Automotive Industry Experience

Experience: Cross-divisional, divisional, dealer, dealer group,and motorsports consumer marketing for all vehicle classifications.

Specialties:

• Brand/conquest: in-market targets development and profiles
• Targeted automotive direct mail lists (diversity and language targets as well as general market)
• Post-campaign results measurement and optimization for future efforts

Results: Range of 60-80% sales improvement over previous (non-handshake) efforts

Automotive Industry Case Studies

Case Study #1: handshake Targeting vs. Industry List Providers

Situation: Historically, mail lists that included current or prior vehicle owners and certified leads delivered good ROI, but targeted prospect lists did not perform well.

• Solution: handshake developed a behavioral targeting solution that identifies consumers likely to be in market to purchase a vehicle--by the type of vehicle and by any race, ethnicity, and language group. handshake's list solution was made possible by combining the best of all data sources into one list pull application/engine.
• Results: handshake's targeting results were compared by a major automotive manufacturer across over 20 efforts "side by side" with other industry list sources.
  • Consistently higher mail volume opportunities to go after
  • Test drive rates exceeded 1%
  • Purchase rates averaged from 2 - 3 times higher than other lists tested
  • Exceptionally high sales lift rates over non-mailed (+60-80% range)
  • Efforts were across all types of markets, targets, vehicle categories including: General Market, Women, Hispanic, African American

Case Study #2: handshake's Sales Results vs. Regional Competition

Situation: Automotive dealer on East Coast implemented a test campaign to compare handshake-supported dealer sales results as compared to all other dealers in region.

• Campaign specifics:
  • Economy Car/SUV campaign; general market target; mail list quantity: 20,000
• Results:
  • 104% increase over prior sales period
  • Exceeded factory objective by 76%
  • Dealer rank of 7 went to 1 (first in dealer's history)

Case Study #3: Cross-Divisional Diversity Campaign

Situation: Cross-divisional campaign to help automotive dealer bolster sales in key markets.

• Campaign specifics:
  • Car, pickup, and SUV products; English-speaking Hispanic targets; mail list quantity: 350,000
• Results:
  • Highest sales lift (+60%) over control on record for conquest efforts at that point in time
  • handshake was selected for preferred vendor status for diversity campaigns

Case Study #4: Female Buyers Campaign

Situation: Purpose of the campaign was to attract women buyers in 4 DMAs

• Campaign specifics:
  • Full-size car product; women targets ("in market" women's list target was feveloped from brand appeal, creative strategy); mail list quantity: 148,000
• Results:
  • Over 1% test drive rate resulted--take out
  • handshake had positive lift of 41%, compared to "Major automotive list provider"'s 8% lift
  • Fewer than 600 records overlapped with "Major automotive list provider" list
  • Positive lift was felt by the client to be due to the fact that handshake's behavioral targets include consumers typically suppressed from widely used marketing models

See the case studies menu below for examples for other industries, our clients list for companies that have achieved similar results with handshake, or contact us at 516-625-5500 to get started.